Visit Buffalo launches refreshed tourism campaign
Visit Buffalo has rolled out a new, multimillion-dollar tourism brand and marketing campaign aiming to reshape the city’s image, and expand the local tourism economy.
It hopes to attract new visitors from across the country.
The initiative will feature digital, video, outdoor billboards and social media advertising in target markets such as Boston, Washington, D.C., and Chicago.
“This is a pivotal moment for Buffalo’s visitor economy,” said Patrick Kaler, president and CEO of Visit Buffalo.
“For the first time, we have the resources and visibility to share Buffalo’s story on a national scale. This campaign is about more than tourism — it’s about redefining how the world sees Buffalo.”
It is the most expansive brand redevelopment and advertising campaign in the four-decade history of Erie County’s nonprofit destination marketing organization.
As part of the effort, there is an updated logo and a refined name: Visit Buffalo.
It was formerly Visit Buffalo Niagara.
It will showcase new tourism initiatives like the redevelopment of the waterfront, the restoration of architectural landmarks, and the expansion of the Buffalo AKG Art Museum.
The advertising campaign now underway is called “That’s Buffalo For You.” This refrain follows a series of two-word phrases spotlighting Buffalo’s unexpected contrasts and distinct personality:
“Polished Grit” celebrates reinvented industrial sites like climbing walls and beer gardens in old grain silos.
“Refreshingly Spicy” highlights Buffalo’s diverse food scene with flavors ranging from wings to Yemeni coffee and James Beard–nominated chefs and restaurants.
“Historically New” captures the juxtapositions of restored landmarks — from the Richardson Olmsted Campus and the Lipsey Architecture Center now being built to the expanded Buffalo AKG Art Museum.
The message and campaign comes from local feedback. The new brand and identity emerged from a process that began in January with a series of listening sessions, interviews and workshops with about 25 artists, entrepreneurs and local leaders participating.
“This brand comes directly from Buffalo’s people,” Kaler added. “We listened carefully, and what emerged is a message steeped in local pride and authenticity.”
The new logo and advertising will be posted around the city for people to see — including illuminated night projections on the Statler Hotel, messages on the Buffalo Convention Center’s over-street walkway and on city buses.
Tourism is a $2.7 billion local industry.
Spending from about 10 million annual visitors generates $268 million in local and state taxes and creates nearly 30,000 tourism-related jobs.
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